Bauer Media’s Kiss FM has partnered with Bulmers Cider this festival season to involve music festival-goers with their Live Colorful sweepstakes, in return for the chance to win various festival prizes.
Marketing Campaign Objectives
- Promote Kiss FM Kisstory events and Bulmers beverages
- Capture rich audience data and marketing opt-ins for future promotions
- Increase both brands’ social following and drive online traffic to social channels
- Increase views on Bulmers video content
Together with Bulmers, Kiss FM injected a splash of color into music festivals this season with its Live Colorful sweepstakes, created using Marigold Grow. The brightly colored web page features a short YouTube clip of Bulmers attending the Isle of Wight Festival 2015, where Kiss FM listeners can keep their eyes peeled throughout to answer the prize-worthy question, “How many space hoppers were in the race?”
Kiss FM ensured that participants were given plenty of choices and included a dropdown option so that those entering could choose their ideal prize, from music festival tickets, including Kiss FM’s very own Kisstory event, to home festival kits.
On entry, participants are required to submit their contact details and other personal details, including date of birth, phone number, email address, and home address. Before confirming their entry, participants can also opt-in to various marketing communications, providing both Kiss FM and Bulmers with valuable audience data that can be reused for future marketing promotions.
To drive traffic to social channels, and to increase both brands’ social following, Kiss FM has included call-to-actions linking to their corresponding YouTube, Facebook, Twitter, and Instagram pages.